The Los Angeles Football Club was the first team to sell tickets through this integration, by posting a Snapchat Story (and a Snapcode on the team website) that allowed users to swipe up to buy tickets to the May 26 game. The full purchase experience takes place without leaving the app.

“We’re always looking to reach our fans in innovative ways, and selling tickets directly to our followers on Snapchat gives us an incredible opportunity to connect with our most dedicated supporters,” said Los Angeles Football Club President and co-owner Tom Penn in the announcement.

SeatGeek co-founder Russ D’Souza said that as “the pipe gets solidified,” you’ll start seeing more Snapchat/SeatGeek ticket sales. He added that this is the kind of integration he was hoping for when the company launched the SeatGeek Open platform a couple of years ago, allowing teams, musicians and other rightsholders to sell tickets directly through SeatGeek. (The platform also supports ticket sales through Facebook.)

“For too long, the legacy ticketing approach has been to make it difficult for teams to sell tickets in lots of places,” D’Souza said. “Teams should want to sell their tickets in as many places as possible.”

And it sounds there are additional deals in the works: “What we’re excited about over the next few months is beating the drumbeat of openness with new partnerships … We want to drive the whole industry forward and create more tangible results that cause the industry to open up.”